Cosmetics model e.l.f. (eyes, lips, face) is buying Hailey Bieber’s Rhode, the skincare model the mannequin and entrepreneur launched in 2022. The deal is price $1 billion, in line with a press launch.
“We won’t wait to convey Rhode to extra faces, locations, and areas. From day one, my imaginative and prescient for Rhode has been to make important skincare and hybrid make-up you should use daily,” Bieber, 28, stated in a press release. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unimaginable alternative to raise and speed up our potential to succeed in extra of our group with much more progressive merchandise and widen our distribution globally.”
Associated: Meet the Dermatologist Behind Rhode, Hailey Bieber’s Hit Pores and skin Care Model
Rhode sells a number of skincare merchandise (toner, moisturizer, lip peptide gloss) with the aim of creating “one in all all the things actually good.” She teamed up with BeautyStat entrepreneur and chemist Ron Robinson and dermatologist Dr. Dhaval Bhanusali to assist with the formulations.
“E.l.f. Magnificence discovered a like-minded disruptor in Rhode,” stated e.l.f. Chairman and CEO Tarang Amin, in a press release. “Rhode additional diversifies our portfolio with a fast-growing model that makes the perfect of status accessible. We’re excited by Rhode’s potential to interrupt magnificence boundaries, totally aligning with e.l.f. Magnificence’s imaginative and prescient to create a special sort of firm.”
“Rhode is an attractive model that we imagine is prepared for rocketship progress,” Amin added.
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Rhode reported $212 million in web gross sales within the 12 months ended March 31, 2025, and plans to launch in Sephora all through North America and the U.Ok. earlier than the top of the 12 months, in line with the assertion.
Bieber stated she is moving into an “expanded function of Chief Inventive Officer and Head of Innovation.”
Rhode was the No. 1 skincare model in Earned Media Worth in 2024, representing 367% year-over-year EMV progress, in line with the discharge.
E.l.f. Cosmetics was based in 2004 (initially all the things was solely $1!) and has reported 23 straight quarters of progress.
The sale has been authorised by the e.l.f. Magnificence Board of Administrators, in line with the discharge.
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Cosmetics model e.l.f. (eyes, lips, face) is buying Hailey Bieber’s Rhode, the skincare model the mannequin and entrepreneur launched in 2022. The deal is price $1 billion, in line with a press launch.
“We won’t wait to convey Rhode to extra faces, locations, and areas. From day one, my imaginative and prescient for Rhode has been to make important skincare and hybrid make-up you should use daily,” Bieber, 28, stated in a press release. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unimaginable alternative to raise and speed up our potential to succeed in extra of our group with much more progressive merchandise and widen our distribution globally.”
Associated: Meet the Dermatologist Behind Rhode, Hailey Bieber’s Hit Pores and skin Care Model
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